| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.1 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A iniciativa para o desenvolvimento deste estudo surgiu na sequência de uma reflexão sobre o tipo de comunicação que é feita pelas Instituições Financeiras aos diferentes públicos existentes no mercado. O principal objetivo desta dissertação é entender e identificar de que forma a comunicação utilizada pelas Instituições Financeiras é assimilada e interpretada por clientes com idades, escolaridades e géneros diferentes, e se é feita de forma eficaz. Recorreu-se à metodologia de estudo de caso, na Instituição Financeira do Banco CTT, instituição bancária presente recentemente no mercado português, que se implementou com diferenciação relativamente às restantes instituições já implementadas há mais tempo. Assim tentou-se entender de que forma o Banco CTT transmite a sua mensagem ao cliente final do produto financeiro, o crédito habitação. Neste contexto, inicialmente, foi pretendido a comparação do que a literatura tem defendido através das teorias da importância da literacia, dos modelos de comunicação bem como da comunicação propriamente dita e do seu processo. Construiu-se as proposições de estudo que ajudaram a compreender as evidências empíricas do presente caso. A amostra foi constituída por 206 inquiridos. De acordo com os dados recolhidos nos inquéritos, a principal conclusão a retirar é que várias pessoas conseguem associar a mensagem transmitida ao produto financeiro, crédito habitação. No final do presente trabalho são, ainda, apresentadas sugestões para futuras investigações.
The initiative for the development of this study came as a result of a reflection on the type of communication that is made by the Financial Institutions to the different publics in the market. The main objective of this dissertation is to understand and identify how the communication used by Financial Institutions is assimilated and interpreted by clients of different ages, schooling and genres, and if it is done efficiently. The case study methodology was used in the Financial Institution of Banco CTT, a banking institution recently present in the Portuguese market, which was implemented differently from the other institutions that have been in place for the longest time. Thus it was tried to understand in what way the CTT Bank transmits its message to the final customer of the financial product, the mortgage credit. In this context, it was initially intended to compare what literature has defended through theories of the importance of literacy, communication models as well as communication itself and its process. The propositions of study were constructed that helped to understand the empirical evidence of the present case. The sample consisted of 206 respondents. According to the data collected in the surveys, the main conclusion to be drawn is that several people can associate the message conveyed to the financial product, housing credit. At the end of the present paper, suggestions are also presented for future investigations.
The initiative for the development of this study came as a result of a reflection on the type of communication that is made by the Financial Institutions to the different publics in the market. The main objective of this dissertation is to understand and identify how the communication used by Financial Institutions is assimilated and interpreted by clients of different ages, schooling and genres, and if it is done efficiently. The case study methodology was used in the Financial Institution of Banco CTT, a banking institution recently present in the Portuguese market, which was implemented differently from the other institutions that have been in place for the longest time. Thus it was tried to understand in what way the CTT Bank transmits its message to the final customer of the financial product, the mortgage credit. In this context, it was initially intended to compare what literature has defended through theories of the importance of literacy, communication models as well as communication itself and its process. The propositions of study were constructed that helped to understand the empirical evidence of the present case. The sample consisted of 206 respondents. According to the data collected in the surveys, the main conclusion to be drawn is that several people can associate the message conveyed to the financial product, housing credit. At the end of the present paper, suggestions are also presented for future investigations.
Description
Mestrado em Contabilidade e Gestão das Instituições Financeiras
Keywords
Literacia Literacia financeira Modelos de comunicação Comunicação Cliente final Literacy Financial literacy Communication models Communication Final customer